Rethinking PR evaluation
Heike Puchan
(Member of the Stirling Media Research Institute)
Magda Pieczka
(Member of the Stirling Media Research Institute)
Jacquie L’Etang
(Member of the Stirling Media Research Institute)
362
Abstract
In the 1990s evaluation has been at the centre of a continued debate in public relations. With the new millennium in sight public relations practitioners, academics and professional bodies are not only asking for an intensified discussion, but are also looking for guidelines of best practice which are seen as a necessary step for further development towards professionalism.
Citation
Puchan, H., Pieczka, M. and L’Etang, J. (1999), "Rethinking PR evaluation", Journal of Communication Management, Vol. 4 No. 2, pp. 164-175. https://doi.org/10.1108/eb023516
Publisher
:MCB UP Ltd
Copyright © 1999, MCB UP Limited